Highlights - April

Highlights EUROPEACTIVE’S ULTIMATE SOURCE FOR INDUSTRY INSIGHTS AND TRENDS

EUROPEAN HEALTH & FITNESS FORUM 2025 EU AFFAIRS INTERVIEW: MEP NINA CARBERRY

APRIL 2025 ISSUE NO.03 WWW.EUROPEACTIVE.EU

Contents EVENTS

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EuropeActive’s Events 2025

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European Health and Fitness Forum 2025 EuropeActive President’s Council Members at FIBO

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FIBO Future Talks

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EU AFFAIRS

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EU Affairs Interview: MEP Nina Carberry

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EU Policy Developments

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Advancing Through EU Support

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FITNESS FRONTLINES

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Onyx Redefines Luxury Fitness Facilities

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Liikuntayrittäjät/FinlandActive: New Collaboration

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EDUCATIONAL SERVICES

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Strengthening Fitness Education Across Europe

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FITcert: New Website & Cologne Symposium

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CLICK ON THE ARTICLE YOU WOULD LIKE TO READ!

Magazine introduction As the health and physical activity industry undergoes rapid and dynamic changes, we are excited to present the latest insights, trends, and events shaping the sector. In our Highlights Magazine, we bring you a comprehensive overview of key industry developments, policy updates, educational services, and exciting new innovations that are moving the industry ahead. Whether you're a fitness professional, enthusiast, or advocate, this edition offers valuable perspectives tailored to your interests.

We appreciate your continued engagement and invite you to explore the evolving future of health and fitness with us.

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europeactive GENERAL ASSEMBLY

8 APRIL 2025 The General Assembly is a key gathering for EuropeActive’s main stakeholders, where critical decisions shaping the future of the sector are made. Meanwhile, the EFAF is a dedicated forum for national association partners and provides a non-formal platform to connect and stay informed about developments in European policies and fitness sector.

9 APRIL 2025 The leading event for industry leaders, EHFF sets the stage for innovation and collaboration as the opening event for the FIBO International Trade Show.

25-27 JUNE 2025 The premier executive gathering, bringing together leaders from top companies to discuss the future of the fitness and physical activity industry.

23 SEPTEMBER 2025

SEPTEMBER 2025 Focused on ensuring highquality, standardized education for training providers, this forum facilitates updates, discussions, and collaborations on accreditation and industry standards.

#BEACTIVE DAY is an annual campaign promoting physical activity through thousands of inclusive and sustainable events all around Europe.

active’s IN-PERSON EVENTS 2025

13-14 NOVEMBER 2025 The International Standards Meeting unites academics, employers, and education providers to align training with workforce needs. Focused on skills, standards, and career pathways, it features insights, research, and case studies to drive industry collaboration.

5 DECEMBER 2025

CONFERENCE

The in-person meeting in Brussels will serve as a year-end opportunity for our national association partners to reflect on the year’s progress and define priorities for the year ahead.

4 December 2025 The Exercise for Health Summit connects the fitness sector with health and public policy to make physical activity essential to societal health.

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REMINDER

#EHFF is is only a week away!

Register now

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Register later

Don’t miss out on these sessions....and many more!

E H F F

P R E M I U M

P A R T N E R S

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Meet the EuropeActive President’s Council Members at FIBO Week Throughout FIBO Exhibition Week, you’ll have various opportunities to connect with members of EuropeActive’s President’s Councils—whether they’re speaking at the European Health and Fitness Forum, joining FIBO Future Talks, or attending special events. In addition, many PC members will be present at their company booths across the exhibition halls. Below is a list of where you can find them—don’t miss the chance to stop by, say hello, and engage in meaningful conversations about the future of our industry!

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FIBO Future Talks is an exclusive event organised by FIBO and EuropeActive which delves into the fusion of fitness, technology, and digital transformation.

Our aim is to accelerate the adoption of tech and digitalisation within the sector, raise awareness about ongoing progress, showcase available innovations, and foster the sharing of best practices to overcome common challenges.

Session 1:

Developing New Revenue Streams with Digital Solutions 10:00 - 10:45 Keynote: The Outsider Advantage: Rethinking Digital Revenue in Fitness Natalia Karbasova FitTech Club

11:00 - 11:45 Panel: Revenue Redefined: Digital Solutions for Future-proof Business Success Mod era tor

Jens Schultze Les Mills

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Ernst De Neef Funxtion

Tarek Mounir Enhance

Nad Myan GoodLife Group

Peter Croft Sport Alliance

Session 2:

Automating Efficiency, Volume and Quality 12:00 - 12:45 Keynote: A blueprint to automation Alex Peacock LeisureLabs

13:00 - 13:45 Panel: Simplify to Amplify: Leveraging Automation for Operational Excellence

Karl Foster Gymnation

Daniel Kraus EGYM

Daniel Jones Orbit4

Patrick Soxhlet Urban Sports Club

Mod era tor

Peter Croft Sport Alliance

Session 3:

Embracing Personal Activity Data with Wearables and Experiences 14:00 - 14:45 Keynote: From Wearable data to Insights: Unlocking Personal Data for AI-Powered Coaching Daniel Sollner Garmin Health

Fabrizio Colciago Uptivo

15:00 - 15:45 Panel: Wearables and Experiences: The power of personal data & Turning Data into Action Mod era tor

Ville Uronen Polar

Ian Howarth Cyclops Marine

Leon Rudge Myzone

Fabrizio Cecchinelli Technogym

Peter Croft Sport Alliance

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DON’T MISS THIS KEY EVENT!

REGISTER HERE!

EU AFFAIRS

Exclusive EU Affairs Interview: MEP Nina Carberry

Nina Carberry Member of European Parliament

MEP Nina Carberry is a Member of the European Parliament representing Ireland with a strong commitment to promoting health, physical activity, and well-being across Europe. A former champion jockey and wellknown sports personality, she brings her passion for sport and dedication to public service into her political work, championing initiatives that support active lifestyles and community engagement.

Her unique background and advocacy make her a powerful voice for the role of sport in European policy.

From the racecourse to Brussels – EuropeActive would love to hear more about your journey from a professional athlete to a Member of the European Parliament (MEP); and how this has shaped your vision for sport and physical activity policies at European Union level?

Sport has always been at the core of my life. After nearly two decades as a jockey, I learned the values of discipline, resilience, and the importance of health. I then transitioned into coaching on Ireland's Fittest Family, where I mentored contestants through physical challenges and endurance exercises.

This experience allowed me to apply my athletic background in a new way, focusing on the values of teamwork and physical fitness. It reinforced my belief that sport isn’t just for elite athletes, it should be accessible to everyone.

Last year, I was eager to take on a new challenge, and running for the European Elections felt like the perfect way to bring my passion to a larger stage. As an MEP, I’m committed to making sport a priority and ensuring its benefits reach people across Europe.

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A strong advocate for greater investment in physical activity for health, particularly through enhanced Erasmus+ support for grassroots projects and by prioritising the 2024-27 EU Work Plan for Sport, in the European Commission’s agenda, what are your thoughts on the recent publication of the Commission’s 2025 Work Programme? Has sport and physical activity been granted the consideration it deserves and what more could be done?

The Commission’s Work Programme outlines some progress, but physical activity and sport are still not given the priority they deserve.

With 46% of Europeans not engaging in physical activity, we face serious health challenges, including rising obesity rates, mental health issues, cardiovascular disease, and strain on healthcare systems. These problems are costing Europe both financially and in terms of quality of life.

The 2024-2027 EU Work Plan for Sport must remain central to the Commission’s agenda. A positive example of how this can be put into practice is Ireland’s National Physical Activity Plan, which has successfully promoted participation through initiatives like active schools and workplace wellness programs. But we need more initiatives like this across Europe!

I want 2025 to be the year we get Europe moving.

That's why I'm hosting an event on April 8th in the European Parliament for World Health Day, highlighting the importance of a lifelong approach to fitness for all ages and backgrounds.

We believe the fitness and physical activity community should play a vital role in preventative healthcare. How could our sector collaborate more effectively with EU policymakers to drive meaningful change? What role do you believe European member-based organisations like EuropeActive should endorse to support this effort?

I believe that the fitness and physical activity community has a crucial role to play in preventative healthcare. With rising levels of inactivity and the related health challenges facing Europe, it’s essential that policymakers prioritise physical activity as a fundamental part of health strategy.

To inform policymakers, the fitness sector can play a key part by offering evidence-based recommendations and sharing best practices from local and national levels with us. By aligning with public health initiatives and working together to secure funding and support for grassroots programs, we can reach a wider audience and encourage long-term behavioural change.

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Research shows physical activity and sport access can be challenging due to practical, personal, and sociocultural barriers. As an advocate for making fitness accessible to all, and having shared your personal struggles with post-natal exercise, how would you propose to dismantle some of the main barriers?

This is a difficult question to answer, as there are many things to be done across member states, and solutions may vary depending on local contexts.

Erasmus+ Sports and ERDF funding can play a key role. For example, in Ireland, Erasmus+ Sports funding has been crucial in supporting disadvantaged communities by providing access to sports programs and activities.

Over the past three years, demand for this funding has tripled, reflecting the growing recognition of sport’s role in improving health and fostering social inclusion. Initiatives like the European Week of Sport also encourage participation in physical activity at all levels.

Beyond funding, we need community engagement, education on physical activity benefits, and policies promoting workplace flexibility for exercise.

Supporting local clubs, creating safe spaces for activity and challenging cultural stigmas are also crucial.

Finally, your professional trajectory is fascinating - are there any valuable lessons or principles from your athletic career that continue to guide you in politics and lawmaking today?

Yes, I certainly learned the importance of discipline and hard work from my sporting career, there's no substitute for putting in the effort, whether you're training for a race or working on legislation.

I also learned the value of resilience; in both sport and politics, things don’t always go as planned, but the key is to keep going and adapt.

Teamwork is another vital lesson, success is rarely achieved alone. These principles are what I bring to my role as an MEP, and they keep me focused on achieving long-term, meaningful results for people.

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EU AFFAIRS

EU Policy Developments Stakeholder Dialogue for ‘The Role of EU policies in shaping the European Sport Model’, own-initiative report led by rapporteur MEP Bogdan Zdrojewski (18 March 2025) On behalf of the European fitness and physical activity sector, EuropeActive is thrilled to have contributed to this stakeholder dialogue recalling that our members and sector are committed to improve our continent’s public health and social cohesion through the untapped potential of Health-Enhancing Physical Activity (HEPA). With 45% of Europeans never engaging in sport or exercise, and only 15% of adults meet the WHO recommended levels of physical activity, the EU’s estimated annual cost of physical inactivity ranges around €80 billion.

Our growing sector currently serves over 67 million members through 65 000 facilities- this popularity should be further harnessed to help reverse public health projections and foreseen demographic challenges, and to contribute to enabling a more prosperous economy thanks to an active and healthy workforce.

A cost-effective tool for prevention, management, and care of NonCommunicable Diseases, HEPA must be given the attention and space it deserves under both EU policies and the European Sport Model, which could be attained by Leaning away from the current Pyramid model and towards the ‘Church model’ that provides more room, resources, and consideration to the participatory physical activity of the many (and not the elite competitions of the few), Endorsing a greater role to foster cross-sectoral collaborations: health behaviours are shaped by structural and systemic factors that exceed individual control and responsibility- societal and structural shifts require widespread collaboration for greater and sustainable impact. This is true for both the public and private sectors, and public-private partnership can surely play a greater role, Involving additional policy fields to sport, notably health, education and mobility.

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The report is hoped to be presented, debated, and voted on before the summer break, and to be discussed in an Autumn 2025 plenary session. More people, more active, more often: let’s make this a reality by supporting and enabling individuals to reach new levels of health and productivity!

Health Committee urges increased EU funding for health Members of the European Parliament Health Committee called on Health Commissioner Olivér Várhelyi during a structural dialogue to advocate for greater investment in health in the next Multiannual Financial Framework (MFF).

Recognising the crucial role of health in ensuring a competitive and resilient Europe, the committee emphasised the need for the 2028-2034 EU Budget to provide sufficient resources for public health, prevention, innovation, digital health, and health infrastructure.

During

the

dialogue,

the

Health

Commissioner

acknowledged concerns about the forecasted 20% reduction in Europe’s health budget and expressed his intention to restore funding. As negotiations on the post2027 MFF continue, the European Commission will release a draft proposal in July 2025. To ensure broad input, a series of public consultations are now open, allowing all Europeans to share their views on budget priorities until Tuesday 6 May 2025.

This is a key opportunity for fitness and physical activity stakeholders to influence the future of EU health funding and policies. Protecting investment in prevention and strengthening collaboration to promote healthy lifestyles and increase physical activity are essential for long-term public health and well-being. To ensure these priorities are reflected in the next EU budget, we urge all stakeholders to share their perspectives by participating in the public consultation HERE.

European Health Report Warns of Worsening Lifelong Health Challenges The WHO European Health Report 2024 highlights alarming health trends across the region, warning of stagnation or even regression in key health indicators. Despite having some of the world’s strongest health systems, the European Region sees nearly 76,000 children die before the age of five each year, while noncommunicable diseases (NCDs) claim one in six lives before the age of 70.

While some progress has been made - at least ten countries have met the WHO target of a 25% reduction in premature mortality from NCDs - these diseases remain the region’s leading cause of death.

Cardiovascular diseases alone account for one-third of premature deaths, with significantly higher risks in Eastern Europe and Central Asia. Cancer is responsible for close to another third.

WHO Regional Director Dr. Hans Kluge stressed the need for urgent action, pointing to, among other risk factors, the role of unhealthy lifestyles and low physical activity in driving chronic diseases. Addressing these factors is crucial to improving long-term public health.

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New Report Highlights Physical Inactivity and Obesity as Major Health The 2024 Health at a Glance: Europe report highlights the ongoing challenges European health systems face as they recover from the COVID-19 pandemic and adapt to digitalisation, climate change, and demographic shifts. This year’s edition emphasises two key themes: addressing health workforce shortages and promoting healthy longevity.

Despite efforts to reduce lifestyle-related health risks, progress has stalled, with significant socio-economic disparities. Poor nutrition and lack of physical activity are major contributors to rising obesity rates, particularly among adolescents and older adults. In 2022, more than 20% of 15-year-olds in the EU were overweight or obese, with figures exceeding 25% in Malta, Greece, and Romania. Among adults, obesity rates peaked at around 20% for those aged 65-74.

Physical inactivity is a growing concern, especially among older Europeans. Only 22% of people over 65 engage in sufficient physical activity, despite its proven benefits in preventing cardiovascular diseases, depression, and other chronic conditions. Worryingly, 78% of this age group fail to meet WHO recommendations for weekly exercise, compared to 65% of younger adults.

Unhealthy behaviors remain widespread across the EU. In 2022, 18% of adults smoked daily, one in five engaged in heavy drinking at least once a month, and over half of adolescents consumed inadequate amounts of fruit and vegetables. Additionally, only 15% of Europeans met WHO-recommended physical activity levels, underscoring the urgent need for stronger policies to promote active and healthy lifestyles.

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The Omnibus Package, Addressing simplification and competition?

Presented by the European Commission on 26 February, the Omnibus Package proposes to amend several key laws from the European Green Deal including the Corporate Sustainability Reporting Directive (CSRD) and the Corporate Sustainability Due Diligence Directive (CSDDD). These rules mandate companies to disclose their environmental footprint, climate risks, and the impact of their supply chains on sustainability and human rights – but some say these regulations overlap, with inconsistent reporting requirements.

In response to concerns over sustainability regulation complexity, the overarching goal of these changes is to enhance the EU’s competitiveness amid geopolitical turmoil and economic uncertainty by reducing bureaucratic red tape. This aligns with the Budapest Declaration, which seeks to lower reporting burdens by 25% within the first half of the year. A report by former European Central Bank (ECB) President Mario Draghi suggested that excessive EU regulations hinder businesses from scaling up and competing with global rivals such as the US and China.

One of the Omnibus Package’s major changes is a significant reduction in the CSRD’s scope, exempting around 80% of previously covered firms. In addition, reporting deadlines for companies set to comply in 2026 or 2027 have been postponed by two years, making disclosure voluntary under current sustainability reporting standards.

Reactions to the proposal have been mixed. On one hand, the European Banking Federation welcomed the proposal, and a report from the ECB highlighted the need for transparency in green finance to attract capital investment but warned that overly complex reporting requirements could hinder these efforts. On the other, the European Banking Authority (EBA), believes that the CSRD will improve the availability of ESG (Environmental, Social, and Governance) data. Without this regulation, financial institutions would have to rely on third-party data providers, which could lead to inconsistencies in standardisation and transparency.

The central bank relies on data to identify climate and nature risks to banks and the economy. Reporting from these sustainable financial rules will improve this data, ECB executive board member Frank Elderson said in a speech. “This is essential to ensure that the broader sustainable finance framework can serve its purpose of unlocking finance for the green transition and thereby contributing to Europe’s competitiveness agenda,” he said.

Not all companies support the simplification package either, with many European companies having spoken out in favour of the EU CSRD and CSDDD and have asked for simplification without deregulation. There’s a consensus among investors, regulators and advocates that climate change risk is a financial risk and some type of reporting is needed to help protect the wider economy. A group of investors and asset managers warned the omnibus regulation would not only weaken disclosures but could damage the bloc’s long-term competitiveness. Changing the implementation of the rules could be worse, as investment and competitiveness are founded on policy certainty and legal predictability, and the omnibus risks undermining both, big consumer brands like Unilever, Nestlé and Primark warned.

Unsurprisingly, the proposal has drowned criticisms from some European Parliament members. French MEP Pascal Canfin described the day of the proposal's announcement as "contradictory" for European climate policy, arguing that the Omnibus Package weakens the foundation of the Green Deal.

Commissioner for Financial Services Maria Luís Albuquerque has dismissed concerns that the bill constitutes deregulation, stating that certain aspects of green reporting have proven overly burdensome and, at times, disproportionate. Commissioner for an Economy that works for People, Valdis Dombrovskis, has reinforced this view, asserting that the changes aim to implement Green Deal objectives more efficiently and at a lower cost.

Before becoming law, the Omnibus Package must secure approval from both the European Parliament and the Council of the EU.

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EU AFFAIRS

Advancing Through EU Support The start of the year is traditionally a busy one for EuropeActive’s Brussels, and 2025 has been no exception.

A significant amount of effort has been dedicated to finalising newly ended European projects, to keep the ball rolling for those ongoing, and to preparing future collaborations through new application submissions.

The European Week of Clean Sport (EWCS) Conference On 30 January 2025, EuropeActive hosted the final European Week of Clean Sport (EWCS) Conference in Brussels. The event brought together leaders from anti-doping authorities, the fitness and physical activity sector, public health representatives, and policymakers to advance the shared goal of promoting clean sport, physical activity, and fitness, and to discuss the steep evolution of doping trends in these environments.

The event showcased the EWCS Campaign conceptualisation, implementation and evaluation, and showcased the variety of different activities and events that brought the campaign to life across partner countries thanks to the National Anti-Doping Agencies of Bulgaria, Cyprus, Poland, and Portugal.

The roundtable’s focus was opportune, as it discussed current doping trends in recreational sport, physical activity and fitness, and benefitted from quality speakers. Moderated by Professor Mike McNamee, the panel featured April Henning (Associate Professor & Head of Research, Edinburgh Business School, Heriot-Watt University), Henk Jan Thoes (Product Director, Basic-Fit), and Fredrik Lauritzen (Science Director, Anti-Doping Norway). Key topics included identifying high-risk environments, such as gyms and online spaces, the growing normalisation of doping for aesthetic purposes, and fostering synergies between anti-doping and fitness initiatives. The discussion also examined how fitness centres can address these challenges while remaining focused on their core mission of promoting and enabling healthy lifestyles.

All project deliverables are now available for consultation, offering greater insight into the campaign’s key components and achievements- valuable information for those potentially interested in partnering in this grassroots anti-doping campaign.

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#BEACTIVE DAY 2025 Campaign Kick-Off The #BEACTIVE DAY 2025 campaign officially launched its activities with an online kick-off on 26 February, bringing together all National Associations interested in participating in this year’s campaign. This year, the EU-funded project consortium includes EuropeActive alongside our National Fitness Associations from Austria, Bulgaria, Finland, France, Hungary, Italy, Serbia, and Sweden.

For its fifth edition, #BEACTIVE DAY 2025 is dedicated to addressing the prevention and management of noncommunicable diseases (NCDs) through Health-Enhancing Physical Activity (HEPA). The initiative aims to equip its consortium with the necessary expertise to develop tailored physical activity programmes, helping to alleviate the burden of NCDs on individuals and healthcare systems.

The 2025 focus of the campaign holds particular significance as it builds upon recent momentum gained from the #BEACTIVE DAY 2024 Final Conference, where European Heart Network (EHN) CEO extended an open invitation for collaboration with EuropeActive’s members. As the campaign has now firmly established itself as a recognised initiative, with most coordinators experienced in the process and timeline, this presents an ideal opportunity to leverage the campaign as a tool to foster partnerships and collaborations with the health sector.

Key Focus of #BEACTIVE DAY 2025: Strengthening collaborations with healthcare organisations to promote physical activity as a means to prevent and manage NCDs. Addressing barriers to fitness and physical activity for people with NCDs and those at risk.

Raising awareness about the impact of NCDs, which account for 90% of all deaths and 80% of the health burden.

Promoting physical activity as a proven, recognised, and cost-effective tool in preventing and managing NCDs. As part of the EU-funded project, an HEPA Guide will be developed, grounded in real needs identified during inperson workshops and informed by expert contributions.

Dr Viktor Oliva’s Involvement in the HEPA Guide and #BEACTIVE DAY 2025 Dr Viktor Oliva, Assistant Professor and Researcher at Comenius University, Slovakia, presented his research during the first European Fitness Associations Forum (EFAF) roundtable of the year. His presentation provided extensive data and research on how physical activity reduces cancer risk, supports treatment and rehabilitation, and the role of exercise as part of medical prescriptions for cancer patients Dr Oliva also presented compelling evidence on the interconnections between various NCDs and their impact on physical and mental health, and emphasised that physical activity is a vital and cost-effective tool for improving quality of life and health outcomes across all ages. However, he highlighted a key challenge: policymakers often demand country-specific data before integrating physical activity into healthcare systems.

Among other experts, Dr Oliva will contribute to the HEPA focus of #BEACTIVE DAY 2025. He will share his knowledge and practical experience with National Associations and contribute to developing the HEPA Guide.

With the campaign now officially kick-started, stakeholders and partners are encouraged to actively engage in shaping a future where physical activity is seamlessly integrated into health and well-being strategies.

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EU AFFAIRS Share Your Good Practices! HL4EU Calls for Examples of Cross-Sector Collaboration EuropeActive, in partnership with the Healthy Lifestyles for Europe (HL4EU) project, invites fitness, health, and physical activity stakeholders to contribute to our Call for Good Practice Sharing. The Call is looking for realworld examples of successful cross-sector collaborations that use physical activity to promote, and enable, healthier lifestyles. By collecting and sharing these initiatives, we aim to inspire action and strengthen efforts toward a more active and healthier Europe.

HL4EU is committed to fostering collaboration across sectors to create sustainable environments that support active living. Our consortium brings together leading NGOs and sector representatives from physical activity, sport, outdoor mobility, healthcare, and patient and caregiver communities. By breaking down silos, strengthening networks, and supporting innovative partnerships, we seek to drive lasting change with a strong focus on preventive health.

Selected initiatives will be showcased on the HL4EU Cross-Sectoral Good Practices Platform, a dedicated resource highlighting impactful and sustainable strategies that maximise public funding and inspire future initiatives. The most successful examples will also have the opportunity to participate in Virtual Focus Groups and contribute to policy recommendations that will shape future European strategies.

This is your chance to showcase your work, influence policy, and help create meaningful, lasting change across sectors. Join us in shaping a healthier, more active Europe!

For submission criteria and details, please refer to this document.

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FITNESS FRONTLINES

Onyx Redefines Luxury Fitness Facilities Every element in a fitness center influences the way users connect with the space. Owners and operators carefully select lighting, flooring and finishes to reflect their brand, creating an intentional environment.

Fitness equipment should do the same. It should blend seamlessly, delivering both performance and a bespoke experience.

Matrix recognised the need for equipment that complements luxury fitness spaces, where design and technology shape both aesthetics and functionality. Onyx was developed for those who expect every aspect of their facility to reflect sophistication and quality. From premium materials to advanced technology, Onyx was designed with direct input from facility owners, allowing more influence over how guests engage with their brand.

“We built and developed this product with the customers for the customers,” said Andrew Kolman, Vice President of Global Product Development. “It was about delivering a solution that looked like it belonged in the facilities they designed, built and managed.”

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A Collection Built on Customer Input The Matrix team worked closely with facility owners and operators who knew exactly what they wanted. They had high expectations for durability, biomechanics and ease of use, but they also needed equipment that complemented the elegance of their space.

“We started with nine different treadmill concepts, just an aesthetic palette of different things we could do. We met with several customers at that phase to refine and take feedback. Over several months, we engaged them multiple times to make sure we were on the right path,” said Kolman.

The result is a collection that blends form and function with refined details, elevated accents and rippling textures that reflect precision craftsmanship. Inspired by high-end interiors and automotive design, the Onyx Collection brings a unified aesthetic and captivating presence to fitness spaces.

Branding That Becomes Part of the Experience Onyx turns every workout into an opportunity to strengthen brand presence and create lasting engagement. Custom welcome screens, branded user interfaces and on-screen messages create a personalized experience from the moment a user steps onto the equipment, while full-spectrum ambient lighting ensures Onyx feels like an integral part of the space.

Onyx helps operators design an environment that feels seamless, polished and distinctive. Every workout becomes an opportunity to deepen the connection between users and the facility.

Technology That Connects Operators and Users Beyond its striking design, Onyx introduces a built-in facility concierge service that enables real-time interaction between operators and users. With a simple tap, users can contact staff for workout guidance, access promotions or receive personalised offers. This seamless communication enhances the user experience without disrupting the workout.

“We knew that for this to work, it couldn’t just look good, it had to function in a way that makes life easier for both operators and users,” said Kolman. “The concierge service is a direct way for facilities to engage their users without added effort.”

This level of service builds trust and brand loyalty. Onyx creates an experience that keeps users engaged, making every visit feel meaningful.

A New Standard in Premium Fitness Spaces When Onyx debuted, facility owners immediately recognised how design, technology and branding could come together to create something new and innovative.

At trade shows, operators saw how Onyx delivered a level of refinement rarely found in commercial fitness equipment.

“This is 20 years in the making,” said Kolman. “We took everything we’ve learned, pushed our manufacturing, our technology, our design and delivered something the industry hasn’t seen before.”

Matrix has always set high standards for durability and meaningful innovations across all categories. Onyx continues that legacy, giving facilities a collection on their fitness floors that meets their expectations for function while introducing a new level of design and customisation. Onyx gives facility owners the tools to create an immersive brand experience, redefining what it means to engage, connect and inspire.

See how Onyx blends performance and luxury. Visit Onyx to learn more.

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FITNESS FRONTLINES

Liikuntayrittäjät/FinlandActive:

New Branding & Collaboration with the Health and Wellbeing Sector in Finland The Finnish Health and Fitness Association, formerly known as SKY, has rebranded as Liikuntayrittäjät/FinlandActive.

Process The need for change had been recognised and discussed even before the coronavirus pandemic.

However, when the pandemic hit, priorities shifted - the survival of the industry became paramount. Despite this challenge, plans for transformation continued.

Rebranding requires more than just a new name - it demands a fresh identity, a new look, an updated brand, a compelling story, and a clear strategic focus.

However, such transformation also requires financial resources.

People drive change, and this process was no

In Finland, advocacy efforts have long focused on the broader sports and fitness sector, including HealthEnhancing Physical Activity (HEPA), as well as social

exception. Our new President’s strong commitment to the transformation, along with the Board’s support, played a crucial role. We leveraged our network to find

and healthcare reforms - not just the gym business. As our mission expanded, it became clear that our membership should also grow to include all types of

a high-impact partner to guide this change. In collaboration with Miltton – Agency for Changemakers, we successfully shaped our transformation.

sports and fitness companies. Additionally, our previous name - particularly the acronym SKY—was often confused with other organisations, highlighting

“At Miltton, we trust that clear communications, a design mindset, and creative solutions can transform

the need for a stronger, clearer identity.

societies, business, and perceptions.”

FinlandActive – New Brand Slogan & Value Proposition Liikuntayrittäjät/FinlandActive is the only internationally networked advocacy association that empowers

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companies to influence policy and drive change in Finland - a country where declining physical activity threatens both individual well-being and economic sustainability.

www.liikuntayrittajat.fi Part of the Story “A vibrant Finland needs more energising physical activity. In this way, we will take care of the physical and mental health of Finns, while maintaining a platform for well-being and innovation in the future. The carrying capacity of society depends on successful physical activity companies that can offer suitable physical activity services to every Finn throughout the country.

FinlandActive wants to bring the entire sector together. Only with a common will and collective power can we create an effective movement in people and society.

Only when society fully recognises the value of our sector and provides the conditions for growth can we ensure that Finns stay fit for the future.”

Collaboration with the Health and Wellbeing Sector A Strong and Committed Finland is a key initiative of Prime Minister Petteri Orpo’s Government, with the Get Finland Moving program serving as a dedicated national policy for physical activity.

Objective The government aims to increase physical activity across all age groups. To achieve this, a crossadministrative action plan is being developed to promote active lifestyles and functional capacity.

This action plan will be implemented through various measures, including 35 operational programs and the Make a Move project.

Key Focus Areas in Collaboration with the Health and Wellbeing Sector Physical activity counseling Lifestyle guidance Exercise referral programs Occupational health care initiatives Tax incentives for physical activity (special project by the Ministry of Finance, 19.09.2023 – 31.05.2026) #BEACTIVE DAY – Liikuntapäivät Upcoming update on prevention and current care guidelines: “Exercise as Medicine”

By strengthening partnerships across the health, fitness, and policy sectors, we are ensuring that physical activity is recognised as a cornerstone of public health and economic resilience. Our efforts go beyond just advocating for the industry - we are actively shaping a future where movement is an integral part of daily life for all Finns.

This is just the beginning. By uniting our industry and engaging with policymakers, Liikuntayrittäjät/FinlandActive is setting a new standard for how fitness and well-being contribute to society and paving the way for a healthier, more active Finland. The movement starts here!

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EUROPEACTIVE FITCERT & EREPS

LOCATION: KOELNMESSE, DEUTZ-MÜLHEIMER STRASSE 111, 50679 COLOGNE, GERMANY TIME: 17:15–18:10

SYMPOSIUM SPONSOR

EDUCATIONAL SERVICES

Strengthening Fitness Education Across Europe EuropeActive’s Educational Services Department has seen a vibrant start to the year, marked by key developments in the field of strength and conditioning education, international collaborations, and ongoing commitment to excellence in fitness training standards.

International Engagement: NSCA EuroCon 25 Julian Berriman, Chair of EuropeActive’s Professional Standards Committee (PSC), recently represented the organisation at the NSCA EuroCon 25—the inaugural European conference of the National Strength and Conditioning Association (NSCA). Held biennially, the event brings together leading scientists, coaches, and trainers from across Europe to explore the latest in strength training, conditioning, sports science, and nutrition.

Dr Ian Jeffreys, NSCA President and a globally recognised coach and educator, welcomed Mr Berriman to the conference. Dr Jeffreys has played a pivotal role in developing the EuropeActive Level 4 Strength and Conditioning Coaching Standards, serving as Chair of the PSC Technical Expert Group responsible for the standard's creation. His presence underscored the growing synergy between EuropeActive and international organisations advancing evidencebased training standards.

Julian Berriman (PSC Chair), Ian Jeffreys (President, NSCA), Prof. Dr. Stephan Geisler (President, NSCA GC Germany)

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Reflecting on the wider relevance of strength and conditioning, Dr Jeffreys noted: “While strength and conditioning has long been integral to elite sport, its methodologies are increasingly being adopted across a broader range of contexts. This evolution reflects a growing appreciation of its role in enhancing physical preparedness and overall health. EuropeActive’s introduction of the Level 4 standard is a landmark step, offering a robust foundation in both theoretical knowledge and practical competencies.”

Level 4 Strength and Conditioning Following extensive development by a panel of expert practitioners, EuropeActive has officially launched its Level 4 Strength and Conditioning Coaching Standard in September 2024.

These standards provide a structured educational pathway for professionals looking to gain both theoretical understanding and practical competence in the field.

The first training providers to receive accreditation under this standard are: Fitness Academy Europe (FAE) Safiran Iranian Tavana International Academy of Sports Science and Technology (IASST) Each underwent a rigorous review process, with external validation from Dr Jeffreys himself.

Professionals certified under this programme are qualified to design and deliver comprehensive physical preparation programmes, enhancing performance across various domains.

Recognition on the European Register of Exercise Professionals (EREPS) adds further credibility to their qualifications.

Renewed Commitment to Quality In addition to these new approvals, several established providers have recently renewed their EuropeActive accreditations, demonstrating their ongoing dedication to delivering high-quality fitness education: Fitspro (France) Molkoms folkhögskola (Sweden) Fitness Academy Europe (Iran and UAE) Starts2Move (Netherlands) Their continued alignment with EuropeActive standards ensures that learners receive industry-leading instruction and that the credibility of the EuropeActive accreditation remains strong across diverse educational landscapes.

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EDUCATIONAL SERVICES

Fitcert Launches New Website Ahead of Cologne Symposium As the European fitness sector continues to evolve and mature, two of EuropeActive’s flagship initiatives—FITcert® and EREPS—are stepping into the spotlight with renewed purpose. A redesigned website and a high-profile symposium in Cologne this April mark the next phase in raising standards and promoting professionalism across the industry.

A New Digital Home for FITcert® The recently launched www.fitcert.eu offers a fresh and streamlined experience for clubs, operators, and professionals interested in learning more about FITcert®, the independent certification scheme developed by EuropeActive. With improved navigation, and clearer guidance on how to engage with the certification process, the new website serves as a vital platform for clubs aiming to demonstrate their commitment to operational excellence and industry standards.

FITcert® is built upon the European standard EN17229, offering a structured, tiered certification that assesses fitness clubs against rigorous criteria in areas such as safety, customer care, staff qualifications, and management processes. Certification provides not only external recognition but also a clear internal framework for continuous improvement and long-term credibility.

The timing of this digital relaunch aligns with renewed sector-wide discussions around trust, quality, and the need for consistent standards—a conversation that will be brought to life at an important upcoming event.

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www.fitcert.eu

EuropeActive FITcert® & EREPS Symposium Set for Cologne Taking

place

on

Wednesday,

9th

April

2025,

PROGRAMME HIGHLIGHTS Opening Remarks – The Power of Standards Speaker: Kai Troll

immediately after the European Health & Fitness Forum (EHFF), the EuropeActive FITcert® & EREPS Symposium will be held at Koelnmesse in Cologne,

An energising look at why consistent, transparent standards are vital for the sector’s

Germany, from 17:15 to 18:10.

growth.

The symposium promises to be a forward-looking

Standards in Action – Building Trust, Ensuring

gathering of thought leaders, operators, and certification experts. With a focused programme and dynamic speakers, it aims to explore the central role that standards play in shaping a stronger, more professional European fitness sector.

Quality

Why This Symposium Matters In a rapidly changing fitness landscape, the importance of quality assurance, professional recognition, and trust has never been greater. This symposium will examine how FITcert® and EREPS— the European Register of Exercise Professionals—are providing critical structure and credibility for both fitness facilities and the professionals who work within them.

Through keynote presentations, case studies, and a live panel discussion featuring major European operators, the event will highlight how standards are already being implemented to improve service

Speaker: Cliff Collins A practical overview of how FITcert® and EREPS are being applied across Europe.

Operator Insights: Standards on the Ground Panellists: Stan de Lange (Sportcity), Henk Jan Thoes (Basic-Fit), TBC Industry leaders share first-hand experiences of implementing FITcert® and EREPS within their organisations.

Closing Q&A – Your Path to Certification Speaker: Cliff Collins An open forum for attendees to ask questions and explore how to begin their certification journey.

delivery, enhance safety, and build public trust.

Looking Ahead The 2025 Symposium represents more than just an industry update—it is a strategic milestone in building a more professional, ethical, and unified European fitness sector. Both FITcert® and EREPS play a central role in that vision, and this event offers a unique opportunity to learn, connect, and shape the next steps.

With the launch of the new FITcert website and the upcoming Cologne Symposium, EuropeActive continues to lead the way in driving forward standards that benefit everyone—from club operators and professionals to the end consumer.

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Highlights MARCH 2025 ISSUE NO.03

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